Pernod Ricard UK Launches First National Campaign for Premium Tequila Brand Altos

Pernod Ricard UK has initiated its first national advertising campaign for its premium tequila brand, Altos. The campaign is designed to challenge existing, often negative, perceptions surrounding tequila consumption in the UK, aiming to drive brand awareness and associate it with high-quality margaritas.

The campaign targets a young and curious demographic. Instead of featuring celebrities, the advertisements highlight an 'everyday' bartender named Alan expertly crafting margaritas with Altos tequila. The campaign videos seek to demonstrate that enjoying tequila, particularly in cocktails like the margarita, does not result in the grimaces often associated with downing shots.

Josh McCarthy, Brand Director for Pernod Ricard UK, stated that the tequila category in the UK carries certain preconceptions linked to poor-quality, cheap shots. He emphasized that Altos, developed by UK bartenders, is intended for enjoyment rather than endurance.

The tequila category is experiencing rapid growth in the UK, with consumers increasingly seeking premium options. Altos has already become the leading 100% agave tequila in the off-trade sector. Pernod Ricard is investing in this, its largest Altos campaign to date, to boost awareness and solidify its association with longer serves and cocktails such as the margarita.

The campaign will run throughout August across various channels, including BVOD (ITV, SKY, C4), social media (Meta, Pinterest, Reddit), and programmatic advertising (YouTube, Amazon, e-commerce), reaching a broad consumer base.